Topics:
AI Advisory and Transformation, Strategy and Innovation, Retail, Technology
AI-Driven Customer Experiences – An Exploration
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- Hannah Gutkauf
- Global Managing Partner, Tech Innovation
- Send an email
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- Danilo Makio Saito
- Director of Experience Design
- Send an email
AI will transform how we shop through more personalised, efficient, engaging, and spatial interactions. Find out what’s next for e-commerce CX.
We created an AI-enabled e-commerce experience that operates at the intersection of today’s AI capabilities and customer needs, all packaged as a more seamless shopping experience. AI is evolving rapidly and it can be intimidating to try and keep up. This means it’s all the more critical to continuously explore current and future use case scenarios. With a focus on future customer experiences, we envisioned a near-term user journey for furnishing a new apartment.
AI customer experience vision
Understanding the Playing Field
A study by Accenture found that 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. While personalized experiences are not a new sales tactic, AI is reshaping both the possibilities and the expectations. We explored where we’re seeing exciting AI-driven offerings across industries such as IKEA’s AI shopping tool and Spotify’s AI playlist feature (currently in beta at the time of writing), in which you can type a prompt and get a personalized playlist. By constantly scanning the playing field, exploring new scenarios, and experimenting with technology for edge cases, we envision and build viable solutions for today.
Solving Real Problems
While AI technology is fascinating, its true value lies in solving real-world problems. Our focus was on how AI can enhance the customer experience by making it easier, faster, and more seamless. Many solutions we’re seeing hit the market are reactive to competitors as brands race to jump on the AI bandwagon, but the key to building what’s next in AI-driven CX is to speak to real customer needs.
80% of consumers are more likely to make a purchase when brands offer personalized experiences, a key benefit of AI-driven customer engagement (Epsilon). In our exploration, we focused on how AI could address specific needs with practical and tangible solutions.
Instead of focusing on a single moment of a user journey, we explored how various pain points could be remedied at different moments in the shopping journey leveraging an AI tool. In this exploration, we focused on people moving to a new city who needed to deal with furnishing a new space who might not be physically located in that space yet. Rather than focusing on specific pieces of furniture, we wanted to design a tool that centered on a user’s personalized aesthetic. By levering AI to transform photos into a 3D model of the user's space for better visualization, furnishing it based on references the user provides for style and aesthetic, and personalizing it based on text and voice inputs to fit the user's preferences, the entire experience is ultra-customized to the individual shopper.
Hybrid Interfaces
A static user interface is no longer sufficient in an AI-driven world. We explored what a thoughtful approach to communicating with AI could look like, and the result was an adaptable, dynamic, hybrid interface that adapts to the user’s needs and the information being presented. By utilizing various modalities—text, voice, images, 3D, and big data—we can create a more fluid, natural and responsive experience.
"As strategic designers, our focus is on leveraging emerging technologies to create better experiences for people. AI offers many exciting possibilities, and while it can seem overwhelming to navigate at first, the goal is ultimately to make customer experiences more engaging, seamless, and human-centered. This product vision exploration showcases how we’re reimagining new ways for people to interact with products and brands by harnessing AI’s diverse capabilities within a hybrid, dynamic interface.”
Danilo Saito, Director of Experience Design
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